Optimising the customer journey to improve online conversions.
VitalityCar rewards and incentivises safer, greener driving through innovative insurance products. As Product Manager, I played a key role in the successful launch and first year of the online Quote & Buy journey, focusing on continuous optimisation to improve the customer experience, increase conversions and support ambitious business growth.
The Challenge
Following the launch of the online journey, the focus shifted to improving performance. The challenge was to identify friction points within the quote process, enhance the customer experience and increase conversion rates, while maintaining a stable and reliable platform.
My Approach
Using data, customer insight and continuous testing, I worked closely with developers and stakeholders to prioritise improvements that delivered the greatest impact.
Key areas of focus included:
- Customer Journey Optimisation – analysing user behaviour to identify and remove barriers within the quote process.
- Data & Insights – using analytics to inform product decisions and prioritise development.
- Business Strategy – balancing customer needs with commercial objectives to maximise conversions.
- Continuous Improvement – delivering regular enhancements to improve usability, performance and system stability.
Results
By taking a data-driven approach to optimisation, the online Quote & Buy journey delivered measurable improvements during its first year. Quote conversions increased by 8%, sales conversions improved by 13%, and the platform became faster, more stable and better aligned with customer expectations. The result was a smoother digital experience that supported both customer satisfaction and business growth.
Testimonial
“Whilst chaos ensues around her, Nikki has calmly analysed and planned the ongoing improvement of the car Q&B journey to support a marked improvement in the sales conversion performance.
With no fuss or fanfares, Nikki has cut through the noise to focus on the numbers and its paying off handsomely.”
